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While putting the guide together, one area I wanted to address is the need for marketers to ensure they match the right content with the right stage of the customer journey - including the post-purchase journey.

Having used a number of B2B marketing personas and templates in the past, I wanted to create a framework that was more than just a good-looking stock photo and details of hobbies. Even though detailed market research should be used when possible, I wanted to create a framework that would allow B2B marketers to get stuck in without the need for too much introspection.

I wanted to answer the following questions:

What activities does the customer do in their day-to-day work?

What pains do they experience?

What gains are they looking for?

Who do they influence in the customer journey?

Who influences them at each stage of the customer journey?

What are their key questions or concerns?

What actions do they need to take to take to progress in the customer journey?

What actions do you need to take to nudge them along the customer journey?

What key messages do they need to receive?

What formats or content types might they want?

The result was this on one page:

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The worlds of B2B and B2C marketing are more alike than they have ever been, from freemium model software such as Dropbox and Slack, to lookalike marketing or retargeting.

Sadly that means some B2B email marketers attempt clever, quirky or fun copy (like that more suited to smoothie packaging) and often fail to get their complex message across. One recent example I saw springs to mind – design studio Nucco Brain’s GDPR repermissioning email (shown below and taken from our repermissioning roundup), which flogs an analogy to death.